In 2020, MCN institutions need more than just traffic.
Editor’s note: This article is from the micro-channel public number “geek park” (ID: geekpark) , Author: Bao Xiaoqian.
During the epidemic, the liquor in Moutai Town was not easy to sell.
For five consecutive days, Xiaoqiang’s daily orders in the background have been hovering in double digits. According to his rough statistics, the flow in February decreased by about 40% compared with January.
Xiaoqiang is not the sales of wineries or the operation of e-commerce. He is the founder of “Guizhou Micro Alliance”, an MCN organization with live e-commerce as the core.
Half a year ago, with the unique advantages of Maotai Township, Xiaoqiang started a liquor business after starting a business. There are hundreds of large, medium and small liquor manufacturers in Moutai Town, and many people are engaged in liquor trading. Different from traditional dealers, Xiaoqiang chose to do live e-commerce on the fast hand. The live broadcast team of only 10 people allowed him to complete a daily breakthrough from 0 to 300,000 in two months. “Meet a big client with big shots, and the order is 200,000.”
Unexpectedly, the epidemic turned liquor into a non-required product. With fewer wine bureaus, the wine could not be sold. Even after the resumption of work, the order did not show any improvement. “Although the ability of live streaming has been restored, the anchors seem to be happy, but they can’t bring goods.”
Affected by the epidemic, many live broadcasts similar to “Guizhou Micro Alliance” have experienced a surge in traffic but a significant decrease in orders and sales. Not only live broadcasts, but the entire MCN industry is based on short videos. The online celebrity economy of the live broadcast platform has changed in the epidemic.
Traffic but no business
MCN, popularly speaking, is the Internet celebrity economic company. They mainly operate on short video and live broadcast platforms to create Internet celebrity IP to achieve commercialization. In the past few years, many popular Internet celebrities have come from MCN organizations. For example, the onion videos of Ono and Dracula k, which have hatched the head short IP IP office, hatched the humorous culture of “Sister Taobao” Wei Ya, and the “Internet first stock” behind Zhang Dayi and went public in the United States. Such as Han Holdings and so on, all belong to MCN institutions.
In this outbreak, after two years of development,